A importância dos sistemas cognitivos no processo de tomada de decisão dos viajantes: Aplicação da dual-process theory no processamento das avaliações online dos hotéis

Gabriel Donadio Costa; Rogério João Lunkes; Fabricia Silva da Rosa

doi:10.25145/j.pasos.2026.24.021

Authors

Gabriel Donadio Costa Universidad Aberta do SUS https://orcid.org/0000-0002-3733-7964
Rogério João Lunkes Universidade Federal de Santa Catarina https://orcid.org/0000-0003-4232-5746
Fabricia Silva da Rosa Universidade Federal de Santa Catarina https://orcid.org/0000-0003-4212-1065

DOI:

https://doi.org/10.25145/j.pasos.2026.24.021

Keywords:

Online Reviews, Dual-Process Theory, Cognitive Systems, Hotels, Machine Learning

Abstract

Based on the Dual-Process Theory (DPT), this article investigated the importance of processing the attributes of online reviews by cognitive systems in the decision-making process of travellers. Transformer neural networks were used for multidimensional textual analysis of 89,290 online reviews (OR). The quantitative research tested the hypotheses using three machine learning algorithms: decision trees, random forest,and XGBoost, through the feature importance technique. The results indicated that systems 1 (heuristic, fast, and intuitive processing) and 2 (systematic, slow, rational processing) operate simultaneously and complementarily in the decision-making process and exhibit an additive effect. Furthermore, system 2 plays a significant role in travellers’ decision-making, indicating that consumers carefully examine the content of ORs before booking a hotel. The research enriches the understanding of the application of DPT in online decision-making processes and expands its scope by proposing the multidimensional analysis of digital platform content. The study also contributes to hotel management by identifying the importance of each dimension of ORs.

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Academic society: PASOS. Revista de Turismo y Patrimonio Cultural
Publisher: Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)

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